本文選題：時間距離 + 社會距離��； 參考：《武漢大學(xué)》2017年碩士論文

【摘要】：近年來,我國電子商務(wù)迅猛發(fā)展,針對不同節(jié)日舉辦大型網(wǎng)絡(luò)促銷已經(jīng)成為電子商務(wù)平臺增長營收的重要手段。以天貓"雙11"為首的網(wǎng)絡(luò)促銷活動,成交金額屢創(chuàng)新高,已成為傳統(tǒng)零售業(yè)不可忽視的一股新生力量。而大型網(wǎng)絡(luò)促銷有別于傳統(tǒng)促銷方式,一方面由于網(wǎng)絡(luò)購物環(huán)境動態(tài)變化,風(fēng)險性和復(fù)雜性高,使得企業(yè)獲取傳統(tǒng)營銷中的顧客忠誠變得越來越困難;另一方面,網(wǎng)絡(luò)營銷模式的便利性、互動性與靈活性,又可以幫助企業(yè)與消費者之間建立更為良好的互動;此外,便捷的物流服務(wù)、愉悅的購物過程以及一站式的購物體驗也會增加用戶在網(wǎng)絡(luò)環(huán)境下的沖動購買行為。正是由于網(wǎng)絡(luò)環(huán)境帶來的巨大差異,研究新形勢下消費者網(wǎng)絡(luò)購買決策行為對于商家和學(xué)者而言具有更為重要的理論和實踐意義。雖然已有大量關(guān)于消費者網(wǎng)絡(luò)購買決策影響因素的研究,但研究思路大多集中在網(wǎng)絡(luò)銷售渠道的感知特征、網(wǎng)站和產(chǎn)品特征以及消費者特征與評論等方面,較少有學(xué)者從心理學(xué)角度來解釋消費者網(wǎng)絡(luò)購買決策與行為。本文試圖以心理學(xué)視角,基于解釋水平理論,選取時間距離和社會距離兩個心理距離維度,通過問卷調(diào)查的方式,來探索消費者在網(wǎng)絡(luò)促銷活動中面對不同產(chǎn)品涉入度和購買決策涉入情境時的購買行為的差異。研究結(jié)果表明:(1)在購買高涉入度商品時,感知較遠(yuǎn)的時間距離和感知較近的社會距離對消費者的購買決策均有積極影響;而在購買低涉入度商品時,感知較近的時間距離和感知較近的社會距離對消費者購買決策有積極影響。(2)時間距離對消費者購買決策涉入度、購物總金額有顯著促進(jìn)作用,且感知時間越早,購買決策涉入度越高,越可能達(dá)成更高的購物總金額,同時購買決策涉入度在時間距離對購物總金額產(chǎn)生影響的過程中具有中介效應(yīng),而社會距離作為心理距離的另外一個重要維度,影響效果并不顯著。研究成果拓展了解釋水平理論在社會營銷學(xué)的應(yīng)用范圍,有利于電子商務(wù)平臺和商家更好的開展網(wǎng)絡(luò)營銷活動,取得收益最大化。
[Abstract]:In recent years, E-commerce has been developing rapidly in China, and it has become an important means for E-commerce platform to increase revenue by holding large-scale network promotion for different festivals. Tmall "double 11" led by the network promotion activities, the transaction amount of record high, has become the traditional retail industry can not be ignored a new force. On the one hand, because of the dynamic change of online shopping environment, high risk and complexity, it makes it more and more difficult for enterprises to obtain customer loyalty in traditional marketing; on the other hand, The convenience, interactivity and flexibility of the network marketing model can also help enterprises and consumers to establish a better interaction; in addition, convenient logistics services, A pleasant shopping process and a one-stop shopping experience can also increase users' impulsive buying behavior in online environments. It is precisely because of the huge difference brought by the network environment that it is of more important theoretical and practical significance for merchants and scholars to study the decision making behavior of consumer network purchase under the new situation. Although there has been a great deal of research on the influencing factors of consumers' online purchasing decision, most of the research ideas are focused on the perceived characteristics of online sales channels, website and product features, consumer characteristics and comments, and so on. Few scholars explain consumers' online purchasing decisions and behaviors from the perspective of psychology. This paper attempts to choose the psychological distance dimension of time distance and social distance from the perspective of psychology and based on the theory of level of explanation. The purpose of this paper is to explore the difference of consumers' purchase behavior when they are confronted with different product involvement and purchase decision situations in online promotion activities. The results showed that the perceived distance between longer time and social distance had a positive effect on the consumer's purchase decision, while when buying the low-intrusive goods, the results showed that: (1) when buying the high intrusive goods, the perceived distance of time and the social distance had a positive effect on the consumers' purchase decisions, but when they bought the low-intrusive goods, Perception of closer time distance and perceived social distance have a positive impact on consumer purchase decision.) time distance has a significant impact on consumer purchase decision involvement, total amount of shopping has a significant role in promoting the perceived time, and the earlier the perceived time is, the earlier the perceived time is. The higher the involvement of purchase decision is, the more likely it is to reach a higher total amount of shopping. Meanwhile, the degree of involvement of purchase decision has intermediary effect in the process of time distance affecting the total amount of shopping. As another important dimension of psychological distance, social distance has little effect. The research results expand the scope of application of the level of explanation theory in social marketing, which is conducive to the e-commerce platform and merchants to better carry out network marketing activities to maximize revenue.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F724.6

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